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Conference Call Etiquette
• Please mute your line if you not speaking.
• Identify yourself before you speak.
• If you are on the phone and logged in via web, turn off your computer speakers.
• Chat functionality will be turned on for Board members. Use this to interrupt the presenters/ask questions you’d like the presenter to answer.
Pennie – Pennsylvania’s Health Insurance Marketplace
Pennie – Board of Directors MeetingMay 19, 2020
Pennie – Pennsylvania’s Health Insurance Marketplace
Preliminary Matters
Meeting Agenda
1. Preliminary Matters
2. Standard Administrative Updates
3. Standard Technology and Operations Update
4. Call Center Update
5. Broker Certification
6. Brand Development Update
7. Adjourn
Pennie| 4
Pennie – Pennsylvania’s Health Insurance Marketplace
Administrative Updates
Updates
▪ Personnel
▪ Stakeholder Engagement
▪ Insurers
▪ Advocates
▪ Advisory Council
▪ Brokers
▪ State-Based Exchange partners
Administrative Updates
Pennie | 6
▪ Impact of covid-19 on Insurers
▪ EDI Technical Working Group (weekly)
▪ All insurers have completed connectivity testing
▪ Initial Integration testing is wrapping up (happy path)
▪ Complex Integration testing has begun
Stakeholder Engagement
Insurers
Setup Connectivity Initial IntegrationComplex
IntegrationProduction
Jan - Feb 7 Feb 7 – Mar 6 Mar 6 – May 1 May 1 – Sep 26 Late Oct
▪ Insurer Policy Working Group (bi-weekly)
▪ Feedback on insurer’s current policies regarding binder payment, termination due to non-payment of premiums, and agent/brokers
▪ Service Coordination Working Group (weekly)
▪ Detailed walkthroughs of experience for:
▪ New customers
▪ Current customers migrating from HealthCare.gov
▪ Brokers
▪ Information Sharing via Insurer SharePoint (ongoing)
Pennie | 7
▪ Advocates
▪ Held second monthly Outreach & Education Workgroup meeting of a broad coalition of stakeholders and Advisory
Council members. Updated them on customer notices and timelines; continuing to monitor input from Stakeholder
Feedback Web-form
▪ Advisory Council
▪ Next meeting to be held in June
▪ Continuing to gather insights through the Stakeholder Feedback Web-form
▪ Brokers
▪ Held second monthly Broker Workgroup – discussed transition activities and proposed broker certification policies
and timelines; continuing to gather insights through the Broker Feedback Web-Form
▪ Other State-Based Exchanges
▪ Working through National Association of State Health Plan to drive advocacy around COVID19, two draft letters to be
issued soon:
1. Urges Congress to take action to protect consumers by funding a national reinsurance program and additional
premium subsidies as well as a request to waive or limit the tax reconciliation penalties created by income
counting confusion stemming from the temporary increase to UI payments in the CARES Act.
2. Urges the IRS to provide maximum flexibility and relief to filers for the same reason.
Stakeholder Engagement
Advocates, Advisory Council, Brokers and Others
Pennie | 8
Pennie – Pennsylvania’s Health Insurance Marketplace
Standard Technology and Operations Update
In Scope for this Release
▪ Exchange Administrators, Carriers, and Broker related functions.
▪ Plan set up and administration by Carriers
▪ User account provisioning by Exchange Administrators
▪ Multi-factor Authentication (Security)
▪ Role based access (Security)
▪ Document review and approval/denial
Out of Scope for this Release
▪ Customer Facing Elements such as
▪ Application Process
▪ Plan Shopping
▪ Customer Notices
▪ Data Conversion
▪ Medicaid Account Transfer
Pennie | 11
User Acceptance Testing – June Release
The function of User Acceptance Testing (UAT) is to execute steps within a
business process as the end user would expect to perform them in
production. End to end testing is included in this phase. This process
validates that the technology is executing as expected and therefore will be
accepted by the business.
UAT for June Release
Summary format; UAT (User Acceptance Testing) activities began 5/4/2020 (data as of 5/15/2020)
Pennie | 12
UAT Test Case Execution Tracker Template
UAT Test Case Execution Tracker (as of 5/15 @ 4:00 PM)
Pennie | 13
▪ September Release Progress
▪ GI and Exchange Authority have reviewed planned designs for requested September improvements
▪ GI has completed effort estimates; joint discussions to be held regarding any items that might be on the border of
benefit vs. implementation risk tradeoff due to high estimated effort
▪ Federal Data Services Hub (FDSH) Testing
▪ Independent Verification and Validation (IV&V) vendor able to deploy a team and launch immediately after agreement
▪ GI team has successfully tested the Remote Identity Proofing (RIDP) / Fraud Archive Reporting Service (FARS) through
the two required environments – Test Harness & End-to-End Trusted Data Sources
▪ Team has initiated testing Social Security Administration Composite (SSAC) and will continue to test service-by-service
through August
▪ Security Assessment
▪ Package of security materials has been provided to Commonwealth Chief Information Security Officer (CISO) for review
to align with the Authority to Operate (ATO) issuance
▪ Security Assessment team kicked off week of 5/12; GI is working to initiate independent external security testing, which
will be reviewed by the Security Assessment vendor
▪ Insurer Connectivity Testing
▪ Two insurers were unable to complete Simple Connectivity testing on time; This issue has since been resolved.
▪ Complex scenario testing launched week of 5/8; PayNow testing to follow shortly and then Reconciliation testing
Technology Development Updates
September Release, Federal Hub Testing, Security Assessment, Insurer Connectivity
Pennie | 14
Pennie – Pennsylvania’s Health Insurance Marketplace
Call Center Update
▪ What is impacted by a virtual call center (versus brick and mortar)?
▪ Certify, through a process established by the Exchange Authority, that the producer will comply with all relevant federal and state rules and regulations, including those related to privacy and security.
▪ Stakeholder Feedback:
▪ Broad support for requiring compliance with federal and state rules including privacy and security.
▪ One insurer recommended certification include a list of all applicable state & federal laws and regulations that agents/brokers must comply with
▪ Staff Recommendation: Adopt, as is
Pennie | 27
Proposal Policy Goal(s) Benefits Challenges
Complete Pennsylvania-
specific training on policy,
systems, and privacy
Ensure customers have
access to quality
information and
assistance
Seamless transition for
brokers
• Consistent knowledge
about policy, systems,
and privacy, including
PA-specific policies.
• Brokers have other
existing training
requirements
competing for their
time.
Proposed Producer Certification PolicyRequirement #3: Pennsylvania Exchange Producer Certification Training
▪ Format: Online courses only Topics: Policy, systems, and privacy/security
▪ The Exchange Authority will make every effort to apply for Continuing Education (CE) credits through the Pennsylvania
Insurance Department for producer certification training, subject to approval and feasibility.
▪ Stakeholder Feedback: Broad agreement that training is important for all producers to complete
▪ Several considerations raised including releasing training early enough for producers to become familiar with
exchange before OEP, realistic time requirements, concern about the training content training provider and how the
training would differ from current producer licensure training
▪ Several insurers and brokers questioned the value of offering CE credits & potential costs to the exchange
▪ Staff Recommendation: Adopt, as is
▪ Continuing Education (CE) credits will not be pursued if there is a costPennie | 28
Proposal Policy Goal(s) Benefits Challenges
Certification is valid for up
to one plan year;
Streamlined process to
maintain certification
Ensure customers have
access to quality
information and
assistance
• Ensure consistent
knowledge about policy,
systems, and privacy,
including PA-specific
policies.
• Less administrative
requirements for certified
brokers to continue to
participate
• Brokers have other
existing training
requirements
competing for their
time.
Proposed Producer Certification PolicyRequirement #4: Certification Valid for One Plan Year
▪ Streamlined reauthorization training – completed prior to each new plan year, focus on changes in policy,
systems, and refresher of key topics like privacy and security.
▪ Continue to maintain an active producer license in good standing.
▪ Stakeholder Feedback:
▪ Wide support from insurers and brokers for the yearly recertification process
▪ One insurer asked how the Exchange would verify the streamlined training was completed
▪ Staff Recommendation: Adopt, as is
Pennie | 29
Pennie – Pennsylvania’s Health Insurance Marketplace
Transition to State-Based Exchange
For Current HealthCare.gov Brokers
▪ To ensure a seamless transition, we will migrate current customer data from
HealthCare.gov to the new state platform including:
▪ Current 2020 Eligibility Application
▪ Current 2020 Active Enrollment (may or may not be effectuated yet)
▪ Current Broker Assignment
▪ To retain the broker assignment, brokers with current customers will need to:
▪ Pre-register for the State-Based Exchange (Summer 2020), and
▪ Complete certification requirements (by end of November 2020)
▪ If brokers do not pre-register, brokers will have to:
▪ Complete a new broker registration,
▪ Complete all certification requirements, and
▪ Have clients re-designate their broker
Transition to State-Based ExchangeFor Current HealthCare.gov Brokers
Pennie | 31
Monthly Broker
Workgroup
Meetings
Begin
Finalize Broker Certification Policy
Pre-Registration for Current Active Brokers (June – August)
Sales & Marketing Materials Available for Pre-Registered
Brokers
OPEN ENROLLMENT
Nov 1, 2020 –
Jan 15, 2021
Pre-registered brokers must
complete certification by
Nov 30
DEC 15
Last day to shop for 1/1
coverageJAN 15
End of OEP
Last day to shop for 2/1
coverage
Transition to State-Based Exchange
Timeline of Broker-Related Activities
MAY JUN JUL AUG SEP OCT NOV DEC JANAPR
Renewal Notices Sent to Migrated Customers
Migration of Current HealthCare.gov
Customers to New State-Based Platform
Broker Training Available
Pennie | 32
Pennie – Pennsylvania’s Health Insurance Marketplace
Brand UpdateBrand Visuals and Tagline
Rationale
When you find Pennie, you find something you didn’t expect from
health insurance. Instead of complexity, you find clarity. Instead of
worry, peace of mind. Instead of confusion, understanding.
That’s Pennie.
34 Proprietary and confidential
Concepts
All elements are designed to communicate the beliefs, attitudes and
values of the Pennie brand and to tell the brand story. Design elements
from the logo are leveraged to extend into the environments where
Pennie lives in advertising and across the web.
Proprietary and confidential
Concept 1
This simple, clean and uncomplicated look makes Pennie
feel friendly and approachable.
Proprietary and confidential
Proprietary and confidentialProprietary and confidential
Concept 1: Overview
Concept 2
Proprietary and confidential
A refined look and feel help Pennie make a lasting impression while providing a graphic
treatment that communicates the concept of coverage made easy.
Concept 2: Overview
Proprietary and confidential
Proprietary and confidential
Concepts: Logo Icons
Proprietary and confidential
Concepts: Overview
Taglines
Tagline options are paired with the two logos.
Proprietary and confidential
Concept 1: Tagline options
Proprietary and confidential
Brand Testing
Proprietary and confidential
A survey was conducted to test elements of the brand
concepts and taglines.
Testing Methodology
•We solicited responses from 601 respondents who met the
following qualifications:
•Age 18 or older
•Did not obtain health insurance through an employer
•Household income of $25,000 to $100,000 per year
•Decision-maker and selected own health insurance
•Maximum n=100 Medicare/Medicaid patients
• If employed, in nonsensitive industry
Proprietary and confidential
We tested three taglines across
seven attributes to compare their
effectiveness. The taglines were:
• “Pennsylvania's path to
health coverage”
• “Connecting Pennsylvanians
to health coverage”
• “Pennsylvania’s home for
health coverage”
Proprietary and confidential
Tagline
Tagline
Proprietary and confidential
Pennsylvania’s path
to health coverage
Connecting
Pennsylvanians to
health coverage
Pennsylvania’s
home for health
coverage
This tagline is appealing to me. 38% 39% 36%
This tagline would motivate me to
find out more about Pennie.37% 40% 40%
This tagline would help me
remember the Pennie exchange.34% 34% 37%
This tagline tells me something
about the Pennie exchange.34% 39% 35%
This tagline makes me think
positively about health insurance.35% 36% 35%
This tagline is original. 35% 32% 34%
This tagline is creative. 34% 30% 31%
All three taglines are rated
highly on being motivating
— they would stimulate
residents to find out more
about Pennie — (37%, 40%
and 40%, respectively).
All three are also rated
highly on being appealing
(38%, 39% and 36%,
respectively).
Tagline
Proprietary and confidential
Pennsylvania's path to
health coverage
Connecting
Pennsylvanians to health
coverage
Pennsylvania’s home for
health coverage
Uninsured
(n = 104)36% 33% 34%
Hispanic
(n = 32)
44% 59% 50%
Ages 18-34
(n = 145)
48% 48% 50%
Healthcare.gov
Customers
(n = 145)
43% 44% 43%
Moms (F, 35 - 54)
(n = 119)
45% 44% 45%
Among four priority
segments, we
evaluated specifically
which tag was the
most motivating.
The only significant
outcome was
“Connecting” among
Hispanics.
Logos
We tested two logos across five attributes
As with the taglines, the two logos are rated similarly
by Pennsylvania residents.
The descriptive attribute “would catch my eye” is rated
highest for both logos. Being “memorable” is also
rated highly for both.
The darker blue logo is also considered a “good fit”
(ranked No. 3 for that logo), while the lighter blue logo
is “unique and different” (ranked No. 2).
Proprietary and confidential
Attribute Ratings and Rankings
Would catch my eye 35% 43%
Is memorable 32% 37%
Fits well with product 30% 29%
Is unique and different 28% 42%
Best describes
concept
42% 40%
Logos
Across key crosstabs (uninsured, Hispanics,
HHI <$50K, Ages 18-34), we identified
consistent preference for the lighter blue
“Pennie” in almost every attribute except
“The logo fits well with the product.”
Proprietary and confidential
Proprietary and confidential
Logos
Proprietary and confidential
Logos
Proprietary and confidential
Logos
Proprietary and confidential
Logos
Logos
Proprietary and confidential
Logos
Proprietary and confidential
Recommendation
• “Connection” is the clear winning tagline based on
brand attributes and among key crosstabs.
• The idea of connection is reflected visually in
lighter blue Pennie.
• Lighter blue Pennie is the leading concept among
key targets by every attribute except "fit."
Conclusion: We believe lighter blue Pennie
represents an opportunity for a breakthrough brand